PROJECT UPDATE: The Sponsor ended up choosing TWO (2) Concepts per vehicle.

PITCH NOTES:

• Videos must focus on the Product Features!
• Videos could be humorous but please stay away from silly.
  
  

FIAT 124 Spider Roadster

Real excitement AND safety!
Each video will start off action based (Heart Pumping music), a driver shifting, close up shots of the wheels, knuckles grasping the steering wheel etc. but each ends with the seemingly mundane (No music at all),  dropping a child off at school, unloading the car after shopping, parallel parking, etc. each showcasing the car’s features, mixing action with everyday reality.

Obsessed Husband
Husband has just bought a 124 Spider Roadster and is obsessed with it. He can’t stop talking about all the great features of his car. Wherever he goes and whoever he is with, he manages to bring it into any conversation. His wife is mildly irritated.

FIAT 500X

In the Wild
In the style of a nature documentary, each video features a FIAT 500X in her “natural habitat.” A narrator describes her features and behavior. Design: on the coast, basking in the sun, lustrous beauty and Italian ancestry. Performance: cross-country, unbridled power and staggering agility. Technology: in the mountains, a musical call and unfailing sense of direction. Safety & Security: city streets at night, heightened awareness and natural defenses.

My Fiat 500X. My Way.
4 very different people, providing 4 different overviews on how the various design, performance, technology, safety & security aspects of the FIAT 500X affects them. EG; We could have a Rapper, Rapping about his awesome experience, while another geek / pop culture / fashionista gets analytical about the vehicle, while an athlete gets over passionate about why it’s the best car for him/her. Each video can also be done in a different styles that speak to their personality / careers / audience.

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Often times when drivers see a FIAT®, they think "Aww" but real FIAT owners know once you get in a FIAT, you’ll think "WOW."

The original FIAT 500 was more than just a car. It made history. It gave Italians the ability to move freely and with confidence as they recovered from World War II. A liberating form of self-expression, the FIAT 500 was built to satisfy our insatiable love for each day. 

Today, the FIAT brand stands for discovery through individualism. It encourages people to be in charge of their own destiny, live assertively and celebrate the smallest of things with infectious excitement. Since reentering the US market in 2011, FIAT now has 7 different models ranging from the original FIAT 500 to the versatile FIAT 500X to the all-new 124 Spider roadster.

Working with Tongal, FIAT is looking for your concepts to create TWO (2) suites of FOUR (4) videos focusing on growing awareness about the FIAT 500X and supporting the launch of the 124 Spider roadster. Please read below for more information.

• Concept Phase: Select either the FIAT 500X or the 124 Spider roadster. Your concepts should describe how each of the FOUR (4) feature categories (design, performance, technology, safety & security) could be shown in the suite of FOUR (4) videos. Remember while each concept should only focus on ONE car, you could submit up to 5 separate concepts. There are no residuals for this project.
• Pitch Phase: Please make sure your pitch covers how you would create the suite of FOUR (4) videos, not just the first video. You must be based in the US to participate in the Pitch and Video Phase.
• Video Phase: The sponsor will provide the pitch winners with the vehicle to be used in the videos and there will be a product specialist on site. The sponsor will require a designated point of contact for each pitch winner to coordinate logistics of shipping the vehicle. Pitch winners will need to sign the provided vehicle usage agreement.

FIAT 500X Features:

DESIGN

• Sunroof functionality
• 18-inch Aluminum Wheels
• 5-passenger seating
• Leather seats
• Italian Design

PERFORMANCE 

• AWD
• Dynamic Selector Traction Control System - Auto, Sport or Traction
• 2.4L Tigershark Multiair Engine with 180 Horsepower and 175LBFT of Torque

TECHNOLOGY

• BeatsAudio™ Premium Audio with 9 Speakers
• Uconnect® 6.5 Inch Full color Touchscreen with Bluetooth, HD Radio, GPS Navigation with 3D Graphics

SAFETY & SECURITY

• Blind Spot Monitoring System sensors - Blind spot zones
• Parksense Rear Park Assist System detect object behind vehicle
• Full-Speed Forward Collision

FIAT 124 Spider Roadster Features:

DESIGN

• Manual Convertible Top Functionality
• FIAT Signature LED Taillamps
• Black/Tan Heated Leather Trimmed Seats
• Italian Design

 

PERFORMANCE

• 160-HP Multiair Turbo Engine
• Four Wheel Independent Suspension
• 54/56 Weight Distribution

TECHNOLOGY

• FIAT Connect 7.0 Touchscreen Display
• Bluetooth Hands Free System
• 9 Speaker Bose Sound System (inside the seats)

 

SAFETY & SECURITY 

• Blind Spot Monitoring System
• Rear Cross Path Detection
• Park Sense Rear Park Assist

FIAT brand persona, personality and current positioning within the marketplace: 

CUSTOMER PROFILE

Urban. Curious. Independent. Passionate. Fun-loving. FIAT drivers are curious and independent individuals - a collective of fun expressive people who enjoy life and follow their hearts with a fervent passion. They confidently express their individuality however and whenever they choose.

URBAN 

While not always living in an urban environment, they are urban-minded and derive inspiration and energy from the eclectic nature of a city.

 

CURIOUS 

Both interested and interesting, they actively seek out inspiration driven by wonder and curiosity. They never stop learning.

INDEPENDENT 

They are self-assured without being arrogant, possessing conviction that directs them as they strive to become better versions of themselves. They are socially oriented, sharing values with other like-minded individuals yet independent enough to remain distinct from the crowd.

 

PASSIONATE 

They are intensely emotional and possess an enthusiasm for the FIAT brand that they love to express to others.

 

FUN-LOVING 

They enjoy everyday experiences by finding happiness in the little things and moments, choosing brands and possessions that are “just right for them.” They find the smile in every story and situation.

Check out the FIAT digital channels for inspiration:

• www.fiatusa.com
• www.vine.co/fiatusa
• www.twitter.com/fiatusa
• www.facebook.com/fiatusa

The goal of this project is to create TWO (2) suites of FOUR (4) sharable, fun and engaging videos (up to 90-seconds, each with a 15-second cut-down) that focus on the features of the FIAT 500X and 124 Spider roadster. You are also expected to deliver a Social Pack consisting of FIVE (5) still images.

Your videos should address misperceptions and rejection reasons of the brand and drive top of mind awareness, consideration, and interest in FIAT as well as help drive traffic to FIAT dealerships.

Your videos should have a narrative thread that embodies the FIAT brand essence as well as a funky personality. Your videos should work together to create a unifying campaign. Consumers should walk away with a deeper understanding of the advanced features that comprise the FIAT 500X and 124 Spider roadster.

NOTE: The suite of FOUR (4) videos, FOUR (4) 15-second cut-downs, and social pack are all due at the close of the video phase. Please upload them as separate videos when submitting your videos.

 

FIAT 500X Objectives:

• Show that 500X is a lot more capable than what people currently think of FIAT.
• Business Goals: Appeal to consumers outside of small car intenders through expanded product offerings and capability.
• Communication Objectives: Clearly communicate 500X is an all new FIAT. Feature product benefits while maintaining FIAT’s distinct and appealing personality.
• The Big Opportunity: Change perception that FIAT only makes small cars, lacks capability and technology desired. Highlight 500X attributes that disprove past reasons for rejection, such as AWD and 4-door offerings.

 

124 Spider Roadster:

• Introduce Americans to a new side of FIAT and continue to grow the brand.
• Connect FIAT with a new consumer who is in a life stage to make an emotionally driven purchase and has the discretionary income to do so.
• Stimulate conversation amongst influencers and brand evangelists.
• Showcase the 124 Spider roadster as the ONLY roadster offering Italian Design and craftsmanship.

PRE-PRODUCTION NOTE: This project includes a pre-production phase (What is a Pre-Production Phase?). This means you will be required to submit certain items for approval before moving onto the video phase. The approval items for this project are:

SCRIPT  – This project requires script approval before filmmakers move onto the video phase. The brand may provide feedback on your script and ask you to submit a new version. There may be multiple rounds of feedback until a script is approved by the brand.

HEADSHOT  – This project requires headshot approval before filmmakers move onto the video phase. You must submit at least two actor options per role. If the brand does not approve either of your options for a role, you may be asked to submit two new actor options.

IMPORTANT: No filmmakers may begin shooting their video until all approvals are completed and the video phase has officially begun. If you begin shooting your video during the pre-production phase, there is a chance you will need to reshoot (at your own expense) so please don’t jump the gun.

If you’re selected as a pitch winner, a Tongal producer will email you to help walk you through the pre-production and approvals process.

--Key Marketing Messages: 

500X: A capable crossover with Italian flare

124 Spider Roadster: Italian design, performance and craftsmanship

Overall: The FIAT 500X and FIAT 124 Spider roadster are for trend-setters who like to have fun.

 

--Target Audience:

500X Sample Archetype

• Lives in Denver, CO
• 35 Y/O
• 50% male/female
• Independent Income $86K
• College educated
• No children in HH
• Works in Graphic Design
• Lifestyle and Mindset:
• I work for more.
• I want to hear and be heard.
• I’m an escape artist.
• I make the most out of it
• Target Insight: I defy the mundane and make the everyday richer.

124 Spider Roadster Sample Archetype

• Lives in San Jose, CA
• 45 Y/O
• 55% male
• HHI $125K
• College educated
• 1 daughter entering college
• Works as a sales director
• Full size SUV as primary vehicle

 

--Executional Mandatories:

124 SPIDER ROADSTER 

• Always show the car with the top down (high angle works best)
• Be aware of surroundings to ensure the car looks big, not small
• Headlights are an important design feature, so always make sure the rings are on if possible

 

FIAT 500X 

• Always show 4-5 passengers
• Choose angles that show 4 doors, cargo space, or AWD
• Don’t shoot the vehicle at too low of an angle

MISC. 

• No plaid wardrobe
• Hats need to be reviewed before used
• Italian representation must be modern and classy, not cheesy

 

STAY AWAY FROM:

• Drinking and driving
• Texting while driving
• Competitive brands
• Showing license plates

 

--Tone:  Fun; Humorous; Confident; Modern; Trendy; Eccentric.

 

--Exposure: FIAT digital channels

This project will be worth a total of $120,000 and consists of four phases: a Concept Phase, a Pitch Phase, a Pre-Production Phase and a Video Phase. Be sure to read the following information carefully as well as the Official Rules.

 

PHASE 1: CONCEPT – Tell us your concept for a suite of FOUR (4) videos that focus on the features of the FIAT 500X or the 124 Spider roadster in 500 characters or less. The winning concept creators will receive $1,000 each.

 

PHASE 2: PITCH - Submit your pitch (What is a Pitch Phase?) convincing the sponsor why you should be selected to execute a suite of videos based on one of the winning concepts from the previous phase using:

• Text (REQUIRED): 500 characters or less synopsizing how you plan to approach and execute the suite of videos.

• Links (REQUIRED): To your previous video work. Please specify your role (producer, director, cinematography, etc.) and DO NOT INCLUDE LINKS TO YOUR SHOWREEL. Please link to individual videos.

• Script (REQUIRED): This should include dialogue from the videos you intend to create.

• Treatment (REQUIRED): A detailed narrative description of what’s going to happen in the videos.

• Headshots/Casting Boards (REQUIRED): Casting notes or concepts, headshots of actors, etc.

• Storyboards (Optional): Additional concept art, storyboards, shot list, anything that helps get your point across.

• Pitch Video (Optional): This is your opportunity to show us what you’re capable of. Consider submitting a pitch video in which you tell the sponsor what they can expect should they choose your pitch. Also, test videos, animatics, etc. are welcome.

 

The two (2) most compelling pitches will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will each receive $30,000 to help create the Video. Additionally, upon submitting a suite of videos that satisfies the criteria laid out in your winning pitch, the pitch winners will also be GUARANTEED a winning place in the subsequent Video Phase. So, if your pitch is selected and you execute your pitch effectively in your video submissions, you will win an additional $29,000. For an example of an effective pitch, check out The Indie Machines winning “3 Artists & 5,000 LEGOs” Pitch video. All pitches will remain private until after the winner of the Video Phase is announced and the project is complete.    

 

PHASE 3: PRE-PRODUCTION – The top TWO (2) pitch winners from the pitch phase will enter the pre-production phase (What is a Pre-Production Phase?). During this phase, filmmakers will need to receive the following approvals from the brand:

SCRIPT  – This project requires script approval before filmmakers move onto the video phase. The brand may provide feedback on your script and ask you to submit a new version. There may be multiple rounds of feedback until a script is approved by the brand.

HEADSHOT  – This project requires headshot approval before filmmakers move onto the video phase. You must submit at least two actor options per role. If the brand does not approve either of your options for a role, you may be asked to submit two new actor options.

No filmmakers may begin shooting their video until all approvals are completed and the video phase has officially begun. If you begin shooting your video during the pre-production phase, there is a chance you will need to reshoot (at your own expense) so please don’t jump the gun.

 

PHASE 4: VIDEO – The TWO (2) winners from the Pitch Phase will each create a suite of FOUR (4) 90-second videos (each with a 15-second cut-down) based upon their winning Pitch.

--Video Phase Payout: Winners of the Video Phase will earn the following prizes: 1^st and 2^nd place $29,000.

 

--Music: Tongal has partnered with three premiere music providers: Audioblocks, Killer Tracks and Epidemic Sound. Any of which can be used to source music for your video submission to this project. Music from these providers is available to registered Tongal members at no charge solely for their incorporation into submissions to this project and will not require a separate Music Release Form. To learn more about using each of these music providers, click on any of the provider’s names above.

Tongal members interested in a custom music solution for your project are invited to connect with SCORE A SCORE. They specialize in the creation of custom music, on-demand.

Their business model is based on a "name your price" system, so you can tell them what your budget is, and they will work with you to create a deal configuration that will work within the discussed parameters. Check out the FAQ for more information and how to contact SCORE A SCORE.

If you are selected as a winner and choose to use custom/original music, you must fill out and submit our Music Release Form. If you obtain music from other catalog providers, you must purchase the appropriate license at your own expense and submit it with our Music Release Form when you turn in your video paperwork.

--Referral: Any Tongal member who refers one of the winning video creators in this project using the Tongal “Invite Friends” functionality will receive a referral fee equal to 5% of the amount won up to $500 per place. Check out more about our Referral Program in FAQ.

1. The videos MUST not exceed 90-seconds each in length. Preferred format for upload to the Tongal website is HD 720p 16x9. Acceptable file formats are .mov, .avi, .mp4, .wmv. Acceptable codecs are H.264 (MP4), MPEG-4, H.263, MPGV, WMV, DivX. Should you win, you will also be required to provide a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec.

2. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.

3. In the event you utilize any third party materials, such as music provided by a third-party music provider not provided by Tongal, you must obtain full written license and consent from the owner of such third party materials and provide such license and consent forms to Tongal.

 

4. BY SUBMITTING A VIDEO ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.

5. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of sponsor.

6. Submissions must not portray the sponsor in a negative way, the determination of which will solely reside with sponsor.

7. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.

8. Videos must be in the English language or subtitled.

9. Limit 5 submissions per member, per phase.

10. You must be at least thirteen (13) years or older to enter.

11. In the event that fewer than 50 pitches are received, the sponsor reserves the right to repost the contest for up to fourteen (14) days at their discretion.

12. In addition to the judging criteria stated in the OFFICIAL RULES, Pitches will also be evaluated on that member’s ability to execute the final videos based on their prior work and experience as a filmmaker.

13. The Sponsor will be entitled to reasonable revisions on the finished videos without providing additional compensation. Remember it’s easier to re-edit than re-shoot so try to get as much coverage as possible.

14. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, winning Video creators MUST also provide Talent, Location, Music (or other) Releases for all assets appearing in their winning Videos, as well as a photograph/headshot  OR copy of a photo ID for all On-camera Talent releases. You must also provide all project files, editing sequences and a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec to claim your prize.

15. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.